Abstract:
This research discusses the Semiotic Signs of Shop Window Advertisements:
Analyzing Customers’ Attractiveness and Comprehension. This research was
conducted with the aim of finding out how consumers understand and are interested
in shop window advertisements based on symbol and sign analysis. Data was taken
from pictures of fashion and electronic shop window displays in Medan Kota,
Medan Helvetia and Medan Marelan Districts. And supported by the use of a
questionnaire to find out opinions about how attractive the shop window is for
buyers. This research uses qualitative research methods with the theory of Charles
Sanders Pierce. There are 3 types of signs that will be analyzed, namely Icons,
Symbols and Indexes. The research results explain that the majority of consumers
agree and are interested in having a shop window in every shop. Consumers agree
because they think it can add to the attraction of entering the store. Additionally,
researchers found many different meanings in store window advertisements. And
finally, shop window advertising can influence consumer attraction
